“新零售”背景下商业连锁企业的营销模式优化探析

自改革开放以来，我国零售行业经历了5个明显阶段。分别是集贸式、大商场式、连锁店式、电子商务和新零售。2016年马云正式提出“新零售”的概念标志着我国零售行业正在经历新一轮转型。本文是在新零售的大环境下，对海宁连锁企业——银泰城营销模式的探讨分析以及提出自己的优化改进想法。本次研究共采用了三个研究方法：人物采访法、问卷调查法和实地调查考察法，研究主要是针对海宁银泰城在本地化和连锁企业经营管理的过程中遇到的现实问题，以及如何从商场管理层、各店铺以及消费者等角度，来对银泰城现阶段的经营管理给出切实可行的建议和意见，同时也希望这些建议可以对本地其他连锁企业的经营发展起到借鉴作用。

关键词：新零售 实体店 营销模式

abstract

Since the reform and opening up, China's retail industry has experienced five distinct stages. They are fair trade, shopping mall, chain store, e-commerce and new retail. In 2016, Ma Yun formally proposed the concept of "new retail", which indicates that China's retail industry is experiencing a new round of transformation. This article is in the new retail environment, the Haining chain enterprise - Yintai city marketing model analysis and put forward their own optimization and improvement ideas. This study adopts three research methods: person interview, questionnaire survey and field survey. The research is mainly aimed at the practical problems encountered in the localization and chain enterprise management of Yintai city in Haining, and hKey words: new retail physical store marketing modegive practical and feasible construction for the current operation and management of Yintai city from the perspective of store management, stores and consumers At the same time, it is hoped that these suggestions can be used for reference for the operation and development of other local chain enterprises.

Key words: new retail physical store marketing mode 

目录

绪论1

一、 相关理论概述2

（一）“新零售”背景2

（二）商业连锁企业的特点2

（三）国内外零售业现状简述2

（四）传统营销模式3

二、 海宁银泰城现状分析及调查研究5

（一）消费者现有消费现状5

（二）调查研究6

（三）现有O2O营销模式及简析6

（四）线上银泰城规划分析7

三、实体银泰城面临的问题10

（一）商场管理部门存在的问题10

（二） 各店铺存在的问题10

（三）瞬息万变的消费倾向11

四、 建议13

（一）建议13

结束语14

参考文献